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As an estate agent, I first decide where I am heading to
By arlene | June 9, 2008
When you enter the estate agency business you must take a decision on what your business approach will be. The process of personal selling which I shall explain is based on the assumption that you adhere to the following business principles:
- Maintain high ethical standards. Your relationship with clients should be one of mutual trust. Ensure that you are honest, fair to all and avoid transactions which will be detrimental to either party. Be known as a person having high ethical standards, who is honest, knowledgeable, experienced and has a thorough understanding of the property business. The results will be goodwill, repeated referral business, a sound business reputation and continued commission from sales. Set high ethical standards from the start and ensure they are not lowered when a profitable financial opportunity presents itself.
- Where possible work for motivated sellers under exclusive mandates. To provide a truly professional service you will have to work with motivated sellers and control the properties that you are offering for sale.
- Follow a rational approach to goalsetting and planning. It is essential that you set goals for your business and yourself and plan for your business and your own success.
Obtaining the Mandate
I shall now discuss how a mandate is obtained. The discussion falls under the following headings and subheadings:
- Your first interview: Services provided by your firm and the way you market properties; Qualifying the seller; Reaching an agreement with the seller
- Doing your homework
- The follow-up interview
In order to obtain a sales mandate, the salesperson will be required to carry out some or all of the above activities.
The process whereby a mandate is obtained will obviously have to be adapted in terms of structure, content and scheduling, to prevailing circumstances.
My First Interview
Whenever people meet, whether in small or large groups, there is always an initial period of getting acquainted or reacquainted. This introductory phase is characterized by small talk. At most social gatherings discussions seldom proceed beyond the small-talk level:” This is normal human behaviour. At your first meeting expect this process to occur and deliberately allow time for it. During this thawing process start establishing rapport with your potential client. This is also the time to start qualifying your client — a process that will be discussed in more detail at a later stage.
Moving beyond the small-talk phase you can, through gentle probing, start encouraging the client to talk about himself, his property and his motives for selling. In this way you can obtain valuable insight which will assist you in creatively adapting your sales presentation.
Once you have obtained sufficient information about the seller and his property to structure your sales presentation, start by suggesting to the seller that you would like to describe the services offered by your firm and the way you market properties.
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